O'reilly - Leveraging Surveys

A well-designed, well-presented survey is one of the most reliable tools for discovering what customers think about your productwhether its in development or undergoing improvementor how they view your brand in general. However, well-designed and well-presented surveys are not easy to achieve.

In this video workshop, host Francois Christen uses his 33 years of applied and academic experience as a marketing scientist to show you how to design a good survey. Youll learn how to identify and word targeted survey questions, how to engage folks who agree to take the survey, and how to interpret the results.

Learn how to engage people and maximize response ratesExplore various types of commonly used surveys, including brand perceptions, customer loyalty, and product design surveys, among othersUse tested methods to attain a good survey with accurate reportingPerform driver analysis to determine how to attract customers or reduce customer attritionDetermine what causes consumers to actUnderstand why sometimes you need more than one item to measure attitudesGet tips on writing questions, particularly how to avoid biasLearn how to select and sample respondents for a survey